Beyond Engagement: The True Measure of Social MediaOctober 2012

“Who knows what it could mean?!” Stephen Colbert

All Rights Reserved. Copyright of R2integrated, 2012.

Image Source: colbertnation.com

Vanity Metrics

Image Source: stadden.com/writing/ All Rights Reserved. Copyright of R2integrated, 2012.

A Full-On Monet

Image Source: digitalbursonmarsteller.com/tag/corporate/ All Rights Reserved. Copyright of R2integrated, 2012.

Metrics Are Not Meaningful In And Of Themselves

All Rights Reserved. Copyright of R2integrated, 2012.

Image Source: colbertnation.com

A Fan Is Not A Business Metric

All Rights Reserved. Copyright of R2integrated, 2012.

Plan With The End

Goal In Mind

All Rights Reserved. Copyright of R2integrated, 2012.

All Rights Reserved. Copyright of R2integrated, 2012.

Image Source: inthemargin.standleys.com

Business Metrics Give You Focus

Connect The Dots

All Rights Reserved. Copyright of R2integrated, 2012.

Convey The Significance Of Numbers With Visuals

All Rights Reserved. Copyright of R2integrated, 2012.

Cut Through The Noise

All Rights Reserved. Copyright of R2integrated, 2012.

Registration Dashboard October 1-31, 2012

Registration Analysis

IMPACT OF DIGITAL MARKETING ON REGISTRATIONS

FINANCIALS

Report On What Matters

Social postsEmailPPCRegistrations

KEY TRENDS AND INSIGHTS

• EMAIL: Highest conversion rates driven by emails that provide specific value

• SOCIAL: Twitter drives the most conversions. Types of posts driving most conversions are Partnering-focused

• PPC: Retargeting is the campaign with the highest rates of conversion

• REGISTRATION: Most attendees encounter 5 touch points before converting

RECOMMENDED ACTIONSCONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT

• Optimize editorial calendar with conversion-driving content

• Redouble Twitter efforts focusing on Partnering-centric content

• Move an additional 20% of PPC budget into retargeting

• Continue coordination of messaging

All Rights Reserved. Copyright of R2integrated, 2012.

Use Business Goals to Drive All Aspects of Social Media

All Rights Reserved. Copyright of R2integrated, 2012.

Engineer Social In Reverse

Step 1: Identify your essential business objectives

Step 2: Architect a social strategy engineered to meet those objectives

Step 3: Make sure that everything in market supports your business goals

Step 4: Measure every tactic based on how well it meets business objectives

All Rights Reserved. Copyright of R2integrated, 2012.

Leigh George, PhDDirector, Digital Strategy

R2integrated- Digital Marketing & Technology [P] 410.369.3744 [E]Lgeorge@r2integrated.com

Twitter: @leighgeorge

www.r2integrated.com

Contact Info

• http://www.digiday.com/brands/please-stop-with-the-useless-social-media-metrics/

• http://thebrandbuilder.wordpress.com/

• http://www.kaushik.net/avinash/the-action-dashboard-an-alternative-to-crappy-dashboards/

• http://www.digiday.com/brands/the-metric-that-matters-in-social-media/

References